The increased interest in health and wellness and regular exercise will be the main factors for category growth over the forecast period, with a key driver being convenience. Within this, protein/energy bars represent an ideal option, as they can easily be carried around in consumers bags or pocket and consumed on-the-go.
Due to the unfavourable economic situation, such as high unemployment rates and decreasing disposable incomes, consumers are expected to be focused on obtaining the best value for money from their sports nutrition products during the forecast period. The more expensive brands and higher-priced formats are likely to struggle to generate sales growth, while less expensive options have the opportunity to benefit as consumers migrate towards more economical brands and formats.
Outdoor sports were among the only social activities open to Turkish consumers for the 2020-2021 period, due to pandemic restrictions. It is likely that consumer interest in exercising outdoors will remain high during the forecast period, even post-pandemic when consumers are free to socialise indoors once again.
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Understand the latest market trends and future growth opportunities for the Sports Nutrition industry in Turkey with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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These nutritional products improve physical endurance, increasing muscle growth/development/mass, or speeding recovery after exercise. Sports nutrition is targeted at serious athletes and gym-goers, and their principal purpose is to build muscle and to boost energy. Sports Nutrition tracks two types of products: Protein and Non-Protein. Sports protein include bars, powder and ready-to-drink (RTD) offerings. Sports Non-Protein include products that do not have protein as its core ingredient. They can be used to repair muscle or as energy/endurance booster. Note: Mainstream sports nutrition products such as sports drinks (e.g. Gatorade) or energy drinks (e.g. Red Bull) are not included here. Energy and sports drinks are tracked in the Soft Drinks system.See All of Our Definitions
This report originates from Passport, our Sports Nutrition research and analysis database.
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